Dive Summary:

• All About Furniture will enter the retail market after 12 years of growing its business from basement start-up to a new, 20,000 sq. ft. showroom set to open June 15th.
• The company’s main focus has been selling to property landlords and businesses, furnishing roughly 75% to 80% of rental properties in Ann Arbor, Michigan.
• The company business model is quite unique, states owner Sanjay Panjwani, and has never invested in conventional advertising, preferring word-of-mouth. The company expects revenues to climb to $2 million in 2013.

From the article:

From couches, Panjwani has branched out into designing computer desks, coffee tables and bed frames, most of which find their way into student-living complexes. “I try to design with an eye toward college kids so I make things that are simple, very durable and very difficult to break,” he said, while standing on top of one of his glass coffee tables. “The problem I have now is that my stuff is not breaking, but I guess that’s a very good problem to have.”